Iman Sabir has called for international flights, structural projects, and support for investors for the city.
Zoubir BOUHOUTE *
As part of its mission to boost the territory, the Provincial Tourism Council (CPT) of Ouarzazate organised a strategic information day on Thursday dedicated to identifying levers for promoting and strengthening the province's tourist attractiveness.
Placed under the evocative theme "Co-constructing a common vision for Ouarzazate: emerging as an attractive, competitive, and sustainable destination," this major event brought together a wide range of key players â institutional officials, economic operators, investors, and sector experts â who came to share their expertise in the service of a shared ambition.
Through this meeting, the CPT of Ouarzazate intended to initiate a collective reflection on the current challenges of the territory, with a view to strategic repositioning on the national and international tourism map. It was a strong moment of dialogue, analysis, and foresight to highlight structural challenges and prospects for sustainable growth for the destination. Speaking at this event, Abdellah Jahid, Governor of the Ouarzazate province, recalled with conviction the heritage riches, exceptional landscapes, and socio-economic opportunities that the region abounds with. He stressed that these natural and cultural assets must imperatively be valued through an integrated territorial approach, based on solid and lasting partnerships.
In line with this vision, the Governor insisted on the need for a rigorous assessment of the current situation of the sector, identifying with lucidity the obstacles to overcome, but also the resources to mobilise. He called for the formulation of concrete and operational recommendations in favour of high value-added tourism development, driven by innovation, sustainability, and inclusivity. Mr. Jahid also highlighted the imperative to fully adhere to the spirit of the High Royal Orientations, which advocate open and participatory governance in the development and implementation of public policies. In this capacity, he launched a clear call for the mobilisation of all stakeholders â institutions, local authorities, private operators, civil society â to build together a resilient, inclusive, and structural tourism model. "More than ever, we are called upon to pool our efforts and skills to establish Ouarzazate as an integrated tourist hub, a carrier of growth and territorial influence," he concluded, stressing the urgency of inscribing this ambition in a collective dynamic commensurate with the expectations and potential of the territory.
For her part, the President of the Provincial Council of Ouarzazate, Iman Sabir, stressed that the city is preparing to reach a decisive milestone in its tourism development, driven by the upcoming reopening of several hotels currently under renovation. A strong signal for the local economy, reflecting a joint mobilisation of public and private actors, and a proactive policy led by the Ministry of Tourism. Ms. Sabir highlighted the catalytic effect of national programmes such as Cap Hospitality and Go Siyaha, which support this hotel revival. These structural mechanisms reflect a shared desire to sustainably revitalise the province's tourism offer, relying on quality, innovation, and institutional coordination. In this momentum, the Rising Ouarzazate plan, recently launched by the Moroccan National Tourism Office (ONMT), constitutes a centrepiece. Designed specifically for the region, it aims to reposition Ouarzazate as a unique destination, at the confluence of the desert, cinematic heritage, and cultural immersion.
This recovery strategy includes promoting the city's cinematic identity, with the production of audiovisual content in the United Kingdom, the sponsorship of a British film at major festivals, and media partnerships with European channels such as RAI 3 or Sky TV. The goal: to shine a spotlight on the cultural richness and gastronomy of southern Morocco.
The plan also provides for hosting international events with high attractiveness potential, notably the Desert Womenâs Summit, the congresses of the Spanish Confederation of Travel Agencies (CEAV) and IDEMICE, as well as an immersive event labelled Frameless. These are all initiatives designed to stimulate the destination's influence on a global scale.
In parallel, the Provincial Tourism Council (CPT) of Ouarzazate has developed a local action plan, anchored in the reality of the territory. This programme, designed collaboratively, aligns with the aspirations of sector professionals and prioritises strengthening attractiveness through concrete and measurable actions.
The revival of the destination cannot be complete without a significant improvement in connectivity. The announcement of the opening of a direct line between Paris and Ouarzazate from October is a major step forward. But to fully meet the region's ambitions, a denser network is needed, connecting the city to several European capitals as well as major national hubs.
Land connection also remains a key issue. Ms. Sabir recalled the urgency of relaunching the Tichka tunnel project, which has become a strategic imperative. The isolation generated by the current road, often impassable, hinders tourist flows and limits economic prospects. Modern infrastructure is essential to support sustainable tourism.
The president also insisted on the mobilisation of investors, stressing that while hotels are ready, professionals are committed, and strategies are in place, the realisation of this dynamic now requires solid financial support. She launched a clear call to the State, banks, and institutions: betting on Ouarzazate means betting on employment and stability.
Finally, Ms. Sabir praised the strategic role of the ONMT and reaffirmed the CPT's desire to align with national efforts through targeted promotional actions, press trips, training, and workshops. Only a synergy between local and national plans will allow Ouarzazate to reconnect with its potential and establish itself as a flagship destination of the Morocco of tomorrow.
* Tourism consultant